Question 1

Which of the following is NOT a step in the hierarchy of effects?

Accepted Answer

A) create awareness 
B) inform the market 
C) create demand 
D) create desire 
E) build loyalty 
A) create awareness 
B) inform the market 
C) create demand 
D) create desire 
E) build loyalty

Question 2

________ is the execution format that depicts typical people using the product in an everyday setting.

Accepted Answer

A) Lifestyle 
B) Fantasy 
C) Slice of life 
D) Testimonial 
E) Demonstration 
A) Lifestyle 
B) Fantasy 
C) Slice of life 
D) Testimonial 
E) Demonstration

Question 3

The current event television shows that are specifically designed to be broadcast in U.S.high school classrooms contain some ads from sponsors of the educational program.The ads reach this captive audience through the use of ________ media.

Accepted Answer

A) augmented reality 
B) out-of-home 
C) place-based 
D) mobile 
E) permission 
A) augmented reality 
B) out-of-home 
C) place-based 
D) mobile 
E) permission

Question 4

Which of the following is a media schedule of short,intense bursts alternating with periods of little to no activity?

Accepted Answer

A) a continuous schedule 
B) sequencing 
C) segmenting 
D) flighting 
E) hard hitting 
A) a continuous schedule 
B) sequencing 
C) segmenting 
D) flighting 
E) hard hitting

Question 5

Avis positioned itself against market-leading Hertz by claiming,"We're number two,so we try harder." This is an example of ________.

Accepted Answer

A) reminder advertising 
B) comparative advertising 
C) demonstration advertising 
D) a slice-of-life appeal 
E) a lifestyle appeal 
A) reminder advertising 
B) comparative advertising 
C) demonstration advertising 
D) a slice-of-life appeal 
E) a lifestyle appeal

Question 6

The ________ method of promotional budgeting is based on determining the level of spending necessary to accomplish specific promotion goals.

Accepted Answer

A) percentage-of-sales 
B) competitive-parity 
C) top-down 
D) pull-push 
E) objective-task 
A) percentage-of-sales 
B) competitive-parity 
C) top-down 
D) pull-push 
E) objective-task

Question 7

A company is implementing ________ when it airs a television commercial to millions.

Accepted Answer

A) interactive marketing 
B) viral marketing 
C) mass communication 
D) personal communication 
E) buzz 
A) interactive marketing 
B) viral marketing 
C) mass communication 
D) personal communication 
E) buzz

Question 8

Business-to-consumer companies are more likely to emphasize a ________ strategy,while business-to-business companies are more likely to emphasize a ________ strategy.

Accepted Answer

A) pull;push 
B) push;pull 
C) push;pulse 
D) pulse;pull 
E) pulse;push 
A) pull;push 
B) push;pull 
C) push;pulse 
D) pulse;pull 
E) pulse;push

Question 9

Which of the following is a discount to the retailer or wholesaler based on the volume of product ordered?

Accepted Answer

A) merchandising allowance 
B) case allowance 
C) forward buying allowance 
D) push money 
E) incentive program 
A) merchandising allowance 
B) case allowance 
C) forward buying allowance 
D) push money 
E) incentive program

Question 10

Which of the following statements about the competitive-parity method of budgeting is true?

Accepted Answer

A) It is the most commonly used bottom-up method for budgeting. 
B) It works because it relies on dynamic market shares that change annually. 
C) It is the only top-down budgeting method used to determine promotional budgets. 
D) It is considered the most logical budgeting method. 
E) It mirrors the best thinking of others in the business. 
A) It is the most commonly used bottom-up method for budgeting. 
B) It works because it relies on dynamic market shares that change annually. 
C) It is the only top-down budgeting method used to determine promotional budgets. 
D) It is considered the most logical budgeting method. 
E) It mirrors the best thinking of others in the business.

Question 11

Briefly describe four main objections to advertising.

Accepted Answer

Some people believe that advertising is

Question 12

Which of the following statements about advertising is true?

Accepted Answer

A) Advertising is personal communication from an identified sponsor using the mass media. 
B) Consumers perceive advertising as always having a high level of credibility. 
C) Advertising can be used to establish and reinforce a distinctive brand identity. 
D) Advertising tends to be comparatively inexpensive. 
E) Advertising always relies on factual information. 
A) Advertising is personal communication from an identified sponsor using the mass media. 
B) Consumers perceive advertising as always having a high level of credibility. 
C) Advertising can be used to establish and reinforce a distinctive brand identity. 
D) Advertising tends to be comparatively inexpensive. 
E) Advertising always relies on factual information.

Question 13

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media?

Accepted Answer

A) public relations 
B) direct marketing 
C) direct selling 
D) advertising 
E) sales promotion 
A) public relations 
B) direct marketing 
C) direct selling 
D) advertising 
E) sales promotion

Question 14

An example of a(n)________ is a five-foot-high cardboard display of Cap'n Crunch next to Cap'n Crunch cereal boxes.

Accepted Answer

A) point of purchase (POP)display 
B) incentive program 
C) promotional product 
D) co-op advertisement 
E) case allowance 
A) point of purchase (POP)display 
B) incentive program 
C) promotional product 
D) co-op advertisement 
E) case allowance

Question 15

Advertising and marketing are interchangeable terms.

Accepted Answer

A) True 
 B)False

Question 16

Advertising,sales promotion,public relations,and buzz building activities are all ________.

Accepted Answer

A) channels that should be integrated under the concept of integrated marketing communications 
B) channels focused more on interactive marketing than traditional marketing 
C) promotional tools used for push strategies but not pull strategies 
D) promotional tools used for pull strategies but not push strategies 
E) promotional tools adapted for use in mass marketing 
A) channels that should be integrated under the concept of integrated marketing communications 
B) channels focused more on interactive marketing than traditional marketing 
C) promotional tools used for push strategies but not pull strategies 
D) promotional tools used for pull strategies but not push strategies 
E) promotional tools adapted for use in mass marketing

Question 17

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate assumptions about the relationship between dollars spent and promotion results.

Accepted Answer

A) True 
 B)False

Question 18

Unlike direct marketing,personal selling focuses on direct communication with a consumer or business customer.

Accepted Answer

A) True 
 B)False

Question 19

What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

Accepted Answer

Integrated marketing communication (IMC)

Question 20

What is a USP? When would a marketer use a USP strategy?

Accepted Answer

USP stands for unique selling

Which of the following is NOT a step in the hierarchy of effects?

________ is the execution format that depicts typical people using the product in an everyday setting.

The current event television shows that are specifically designed to be broadcast in U.S.high school classrooms contain some ads from sponsors of the educational program.The ads reach this captive audience through the use of ________ media.

Which of the following is a media schedule of short,intense bursts alternating with periods of little to no activity?

Avis positioned itself against market-leading Hertz by claiming,"We're number two,so we try harder." This is an example of ________.

The ________ method of promotional budgeting is based on determining the level of spending necessary to accomplish specific promotion goals.

A company is implementing ________ when it airs a television commercial to millions.

Business-to-consumer companies are more likely to emphasize a strategy,while business-to-business companies are more likely to emphasize a strategy.

Which of the following is a discount to the retailer or wholesaler based on the volume of product ordered?

Which of the following statements about the competitive-parity method of budgeting is true?

Briefly describe four main objections to advertising.

Which of the following statements about advertising is true?

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media?

An example of a(n)________ is a five-foot-high cardboard display of Cap'n Crunch next to Cap'n Crunch cereal boxes.

Advertising and marketing are interchangeable terms.

Advertising,sales promotion,public relations,and buzz building activities are all ________.

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate assumptions about the relationship between dollars spent and promotion results.

Unlike direct marketing,personal selling focuses on direct communication with a consumer or business customer.

What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

What is a USP? When would a marketer use a USP strategy?

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters

Exam 13: Promotion I: Advertising and Sales Promotion

Which of the following is NOT a step in the hierarchy of effects?

________ is the execution format that depicts typical people using the product in an everyday setting.

The current event television shows that are specifically designed to be broadcast in U.S.high school classrooms contain some ads from sponsors of the educational program.The ads reach this captive audience through the use of ________ media.

Which of the following is a media schedule of short,intense bursts alternating with periods of little to no activity?

Avis positioned itself against market-leading Hertz by claiming,"We're number two,so we try harder." This is an example of ________.

The ________ method of promotional budgeting is based on determining the level of spending necessary to accomplish specific promotion goals.

A company is implementing ________ when it airs a television commercial to millions.

Business-to-consumer companies are more likely to emphasize a ________ strategy,while business-to-business companies are more likely to emphasize a ________ strategy.

Which of the following is a discount to the retailer or wholesaler based on the volume of product ordered?

Which of the following statements about the competitive-parity method of budgeting is true?

Briefly describe four main objections to advertising.

Which of the following statements about advertising is true?

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media?

An example of a(n)________ is a five-foot-high cardboard display of Cap'n Crunch next to Cap'n Crunch cereal boxes.

Advertising and marketing are interchangeable terms.

Advertising,sales promotion,public relations,and buzz building activities are all ________.

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate assumptions about the relationship between dollars spent and promotion results.

Unlike direct marketing,personal selling focuses on direct communication with a consumer or business customer.

What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

What is a USP? When would a marketer use a USP strategy?

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters

Business-to-consumer companies are more likely to emphasize a strategy,while business-to-business companies are more likely to emphasize a strategy.